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Articles by 谭长春
Browse 68 New Distribution articles by 谭长春.
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68 articles · Page 2 of 3
The Era of Easy Marketing Through Advertising Is Truly Over!
The era when simply running ads could ensure effective communication and easy marketing is coming to an end. In the traditional era, the 'funnel principle' meant that advertising on authoritative media would funnel some audiences into becoming consumers. However, with mobile internet, communication has entered a 'ripple era' where brands must act as their own wave source to influence others through chain reactions.
谭长春Distributors: Why Are Your Products Increasing but Profits Decreasing?
Lao Chen, a distributor, is increasingly frustrated with manufacturers' salespeople as he takes on more new products but sees no profit growth. He suspects the issue lies with the products themselves, which may be in decline or not yet profitable, and he seeks solutions to improve his product portfolio.
谭长春Five Major Problems Why Traditional Enterprises Fail to Meet Performance Targets
As 2016's first three quarters have passed, many companies are conducting preliminary annual reviews. Due to the domestic economic environment and the impact of mobile internet, many enterprises and employees have failed to meet their performance targets. This article analyzes the five main problems behind these shortfalls and suggests that mobile internet tools can help address them.
谭长春Marketing Executives Talk (16): How to Communicate with Key Distributors?
Business executives often need to establish contact with key distributors and communicate with them at appropriate times. However, distributors are normally visited by sales representatives, so what should executives pay attention to when interacting with them? How can executives control most of the market by managing the 20% key distributors? Key distributors have a different mindset from ordinary ones, and executives may feel cautious when dealing with them. Therefore, thorough mental and material preparation is essential before such visits.
谭长春Sales Reps, Tell Your Boss Why CRM Is Useless for You!
Despite the recent buzz around new CRM products from major vendors, salespeople remain indifferent because current CRM tools are management-focused rather than performance-enhancing. Salespeople need a system that genuinely helps them generate results, not just a monitoring tool.
谭长春Marketing Supervisor Talks (15): How to Guide Your Boss to Accept Your Market Views?
This article discusses how to guide a subjective and emotional boss to accept your market proposals. It emphasizes finding common ground, understanding the boss's concerns, organizing workshops, taking the boss to the market, and using indirect influence to align perspectives and achieve shared goals.
谭长春Marketing Supervisor Talk 14: How Can Business Supervisors Earn the Trust of Their Subordinates?
In an internal training session for marketing supervisors, the author posed the question of how to manage salespeople effectively, but was disappointed by the answers, which focused solely on control and punishment. The article argues that supervisors must take on multiple roles—leader, builder, responsibility-taker, pioneer, friend, conductor, supporter of informal groups, and guide for employee development—to earn subordinates' trust and support.
谭长春Marketing Executives Talk (13): How to Operate County and Township-Level Markets?
Due to China's market duality, the county and township-level FMCG market exhibits unique marketing methods. However, since China's marketing theories are entirely imported from the West, they are based on Western urban-rural integrated market operations and are largely inapplicable to county and township markets. As we have been focused on urban markets, we have not studied the practical foundations of county and township markets, so operating county and township-level FMCG in China is still in its infancy. Nevertheless, although research is just beginning, many enterprises have already been selling in these markets for years and have summarized some basic approaches and methods, some of which have produced unique market tactics. Therefore, it is feasible and necessary to summarize these experiences and apply existing marketing concepts to develop operational models with Chinese county and township market characteristics.
谭长春In the Era of Mobile Internet, Should FMCG Companies Still Implement Deep Distribution?
This article discusses whether deep distribution is still relevant in the mobile internet era. It argues that despite the rise of e-commerce and claims of disintermediation, the core principles of deep distribution—organized effort, benchmarking against leaders, and standardized processes—remain valid. By integrating mobile internet tools and systems, companies can upgrade their deep distribution strategies to achieve even greater effectiveness.
谭长春Marketing Manager on the Eleventh: How Should Business Managers Manage Salespeople?
There is no fixed rule for business managers to manage salespeople well, and no book can claim a complete set of methods that can be followed blindly. Managing salespeople is not a static proposition but requires targeted and adaptive management that changes with the environment, circumstances, and the individuals involved. Therefore, fundamentally, business managers must rely on real-world experience to find targeted methods. Fortunately, everything has its patterns...
谭长春Where Is the Way Out for E-Commerce in Food, Beverage, and Alcohol?
The mobile internet wave has swept across almost all industries, and we can see many sectors thriving in e-commerce. However, food, beverage, and alcohol (mainly beer), as essential FMCG products with huge sales volumes, seem to have limited affinity with e-commerce, with poor online performance and confusion about their e-commerce future. What should be done?
谭长春In the Mobile Internet Era, the Three Traditional Marketing Tools—Advertising, Gifts with Purchase, and Low Prices—Have Failed. What Should Companies Do?
This article argues that while the mobile internet has changed communication methods, the essence of marketing remains unchanged. It suggests that companies should adapt by involving consumers in product development, focusing on interaction and experience in branding, adopting flexible pricing strategies, exploring new channels like B2B e-commerce, and innovating promotional tactics.
谭长春Marketing Executives Talk (IX) - How to Handle Low Repeat Purchase Rate After Product Launch?
30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry. The article discusses how to handle a low repeat purchase rate after a new product launch, offering five strategies including effective communication, adjusting price systems, strengthening distribution, countering competitor attacks, and organizing themed activities.
谭长春Marketing Supervisor Talk (7) – What to Do When Employees Complain About Too Many Reports?
Report management is one of the most important management tools, but frontline employees often complain that there are too many reports, they are too complex, and lack practical content. A sales manager, after observing and analyzing the situation, made bold reforms by using flexible methods like case-based training, business meetings, and linking reports to key performance indicators, reducing unnecessary reports and improving management effectiveness.
谭长春Dealers Are Not Obedient and We Don't Know How to Manage Them. What Should We Do?
The former 'FMCG Dealer Professional Management Consulting' has been renamed to New Distribution. Long press the QR code or click 'Read Original' to register. 30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry. Introduction: More and more clients are giving up their agency rights, saying that the company's pressure to stock up is too heavy and they can no longer bear it. Originally, the company treated clients as partners and imported concepts and systems to help them grow and develop. Now, various disharmonies with clients have emerged. What is wrong with channel construction in the current environment?
谭长春Marketing Executives Talk (6) - What Market Research Should Be Done Before Product Launch?
Product launch is a key way for companies to generate profit, adjust product structure, and respond to competition. However, many companies rush to launch products without proper planning or research, leading to failure. This article discusses the necessary market research before launching a new product, including consumer, market environment, and competitor analysis.
谭长春Marketing Supervisor Talk (Part 4) – How to Praise and Motivate Salespeople?
This article discusses how sales supervisors can effectively praise and motivate their salespeople. It emphasizes classifying salespeople into four types based on ability and willingness, and using sincere, frequent, and appropriately delivered praise and incentives to maximize effectiveness.
谭长春Marketing Executives Talk (Part 3) - What to Do When Distributors Refuse to Deliver Orders Obtained by Salesmen After Deep Distribution?
This article discusses the common problem in deep distribution where distributors refuse to deliver orders obtained by company salesmen, causing terminal dissatisfaction. It analyzes possible causes from the perspectives of the company, the distributor, and the terminal, and proposes solutions such as adjusting the distribution model, improving communication, and providing support.
谭长春Sales Director: Want to "Cut" a Major Distributor but Fear Market Impact? Here's What to Do
This article discusses how to handle the delicate process of terminating a major distributor's rights without damaging the market. It provides a case study and five key steps, including sales forecasting, terminal market penetration, selecting new distributors, promotional support, and consumer promotions, plus additional strategies like temporary company offices and distributor transformation.
谭长春Channels Are Not Dead, Terminals Reign Supreme, but Route Marketing Needs to Be Disrupted!
Over 30 industry experts, 100 B2B platform founders, and 800 manufacturer and distributor friends gathered in Fuzhou to discuss the internet transformation of the FMCG industry. The article argues that while terminal (retail outlet) control remains crucial, traditional methods of terminal management are outdated and need to be revolutionized with a combination of systems and frontline employee execution.
谭长春Marketing Executives Talk (Part 1) - What to Do When Distributors Bypass You and Report Directly to Your Boss?
This article discusses how sales representatives can handle distributors who bypass them and report directly to their supervisors or bosses to gain more favorable terms. It provides two sample dialogues and five basic principles for dealing with such situations, emphasizing understanding the reasons, standing firm, communicating with superiors, proving oneself through market results, and being a valuable member of both teams.
谭长春New Product Launch: What to Do When Employees Say the Price Is Too High?
Companies want to launch new products, but salespeople are the opposite—they fear new products the most. Why? Although new product launches can increase salespeople's volume, companies will undoubtedly keep raising sales targets. Before launch, salespeople must use their visit time for market research, surveying terminals, distributors, competitors, and consumers, and follow the orders of the "lazybones" in marketing who never go to market. During launch, they bear the burden of blanket distribution, and if products don't sell well, they face blame and must handle inventory. In short, nothing about new product launches is good for salespeople, and if it fails, it's even worse. Moreover, salespeople fear high prices most, as early adoption is tough. So what should they do?
谭长春Marketing Executive: What to Do When Employees Say the Price Is Too High for New Product Launch?
Companies want to launch new products, but salespeople are the opposite and fear new products the most. Why? Although new product launches can increase salespeople's sales volume, companies will undoubtedly continue to increase sales targets. Moreover, before the launch, salespeople must use their visit time for market research, terminal and distributor surveys, and follow the instructions of the marketing department's 'lazybones' who never go to market. During the launch, they face carpet-bombing distribution activities, and if the products don't sell well, they have to handle inventory for the company or distributors. In short, nothing about new product launches is good for salespeople, and if it fails, it's even worse. Additionally, salespeople fear high prices because early on, no one accepts them, making it impossible to promote further, and they suffer from all sides. Since new product promotion is difficult and prices are indeed higher than competitors or exceed salespeople's psychological thresholds, what should salespeople do?
谭长春I'm a Small Distributor, How Should I Manage?
Zhang Wei, a small distributor, faces mounting management issues as his business grows from annual sales of 2-3 million to nearly 10 million yuan. Problems include unmanageable veteran employees, inventory theft, product line chaos, and channel management difficulties. Through analysis and advice, he restructures his product lines, implements objective performance management, adopts inventory software, and divides channel responsibilities, leading to improved performance and a clearer strategic direction.
谭长春